3 steps to creating human connection through content marketing

Your personal journey is your differentiator
  • Understand your reputation. It precedes you. It's how others judge you before they know you.
  • Character stories are turning points.
  • Human connection is the ultimate source of differentiation.

Learn the New Luxury Playbook at Luxury Connect | October 18-19 at the Beverly Hills Hotel

It was Abraham Lincoln who said, “Character is like a tree and reputation like a shadow. The shadow is what we think of it; the tree is the real thing.” This gets at the reputation of the real estate industry. The reputation is what it is, and it’s not good. It’s the tree. (Just look at NAR’s Danger Report.) But how you’re perceived within the industry is the shadow  -- open to interpretation based on your differentiation. If you find yourself being rejected, take that as a clue that you’re stuck in the shadow of the industry’s reputation and have not yet successfully established your own reputation -- separate from your real estate agent label. You need to understand that reputation precedes you. By creating content, you can effectively convey your character before you meet someone. It's a critical piece in establishing your reputation, and it's necessary in order to distance yourself from the real estate stereotype. To be seen as something more than a r...